PAPER 3.5: MARKETING MANAGEMENT – M.B.A. III Sem UNIT 1 Modern Marketing Concept: Social Marketing concept – Approaches to the study of marketing – Marketing segmentation – Meaning – Bases for segmentation, benefits – Systems approach – Features of industrial, consumer and services marketing. UNIT 2 Marketing Environment: External factor – Demographic factors – Internal factors – Marketing mix – Four P’s marketing. Consumer Behaviour: Meaning and importance – Consumer
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4 Overview Objectives Methodology Structure INTRODUCTION 6 7 9 9 11 CHAPTER 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 THE NATURE OF BRANDS 12 13 13 14 15 16 18 19 20 22 22 23 2.9 Introduction What is a Brand? The Layers of a Brand Product and Service Brands Branding & the Buying Process The Importance of Customer Satisfaction and Loyalty Emotional Loyalty The Concept of Brand Equity 2.8.1 The Value of Brands to Customers 2.8.2 The Value of Brands to Companies Conclusion CHAPTER
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took a sip of his tea and picked up the 60-page document lying on his desk. Several months earlier, Kagermann, CEO of SAP AG, had tasked his Corporate Strategy Group with preparing a strategic analysis, informally nicknamed the “Sun-Tzu document” in deference to the legendary Chinese general. It outlined the strategic opportunities and challenges that SAP should expect to face between 2006 and 2010, and examined the prevailing forces shaping the enterprise software industry in 2006: technological
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and 5,128 million liters in terms of volume. Coming to India, the Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12%. RS Sodhi, Chief General Manager of Gujarat Co-operative Milk Marketing
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years of struggle. Was forced on the old management as part of a racial-equality ruling; endured the daily coldness of the old Greeks, but made his way up through sheer determination and merit. | The change of management was a release; the new national company was less racist in character, and welcomed the technological changes in the bakery | Welcomed most of all the retirements of the Greeks and the hiring of the polyglot workforce. Responsible for choosing most of the people
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10 Combination HIV Prevention: Tailoring and Coordinating Biomedical, Behavioural and Structural Strategies to Reduce New HIV Infections A UNAIDS Discussion Paper UNAIDS – JC2007 (English original, September 2010) © Joint United Nations Programme on HIV/AIDS (UNAIDS) 2010. All rights reserved. Publications produced by UNAIDS can be obtained from the UNAIDS Content Management Team. Requests for permission to reproduce or translate UNAIDS publications—whether for sale or for noncommercial
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VIEW Strategic Human Resource Management Taken from: Strategic Human Resource Management, Second Edition by Charles R. Greer Copyright © 2001, 1995 by Prentice-Hall, Inc. A Pearson Education Company Upper Saddle River, New Jersey 07458 Compilation Copyright © 2003 by Pearson Custom Publishing All rights reserved. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the individual selections herein that
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will be able to 1. Discuss the pressures and demands in the marketplace that are driving opportunities for entrepreneurs with an eye toward sustainability. 2. Explain ways that entrepreneurial companies can gain competitive advantage by orienting products and processes that take environmental issues into account. 3. Describe the role that sustainability plays in building dynamic and profitable ventures. 4. Discuss the five facets of looking through a sustainability lens, and describe their impact
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Yousept@ncl.ac.uk, Feng.Li@nc,.ac.uk Abstract The Internet has facilitated the emergence of new strategies and business models in several industries. In the UK, significant changes are happening in supermarket retailing with the introduction of online shopping, especially in terms of channel development and coordination, business scope redefinition, the development of fulfilment centre model and core processes, new ways of customer value creation, and online partnerships. In fact the role of online supermarket
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OF THEORY ...................................................................................................... 14 4.2 EMPIRICAL CHOICES ..................................................................................................... 20 THE MARKETING ENVIRONMENT.................................................................................. 23 5.1 THE MICROENVIRONMENT ........................................................................................... 25 5.2 THE
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